Viral advertising is taken to a dangerously new level with the Toronto ‘Contagion’ installation, created to promote the new Warner Bros. Pictures film set for release on September 9, 2011.
Using live bacteria including penicillin, mold and pigmented bacteria to spell out the infectious movie’s title, two enormous Petri dishes were placed in the windows of an abandoned downtown storefront at 409 Queen West. Beginning on August 28th, the display shows how quickly a deadly disease can spread, as it does in the Steven Soderbergh film. As you can tell from the pictures, the bacteria moves at an incredibly alarming speed, almost doubling overnight. Doctor Patrick Hickey, a consultant for the artistic installation, commented on the rate of the epidemic, saying “By week’s end, let’s just say we’ll be wearing an extra pair of latex gloves.” I was lucky enough to see the Toronto ‘Contagion’ installation in-person, and it definitely has me hyped up for the September 9th release of the film.
With a star-studded cast of Academy Award winners Kate Winslet, Matt Damon, Gwyneth Paltrow and Marion Cotillard and nominees Jude Law and Laurence Fishburne, ‘Contagion’ is one thrilling cinematic masterpiece that I’m sure will catch on. If you’re in the area, be sure to check out the sick Toronto ‘Contagion’ installation before it’s too late!